{"id":62,"date":"2012-02-24T16:45:23","date_gmt":"2012-02-24T16:45:23","guid":{"rendered":"http:\/\/www.wensmedia.com\/\/salesarchive\/permalink\/2012\/2\/24\/114523.html"},"modified":"2012-02-24T16:45:23","modified_gmt":"2012-02-24T16:45:23","slug":"creating-low-hanging-fruit","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/creating-low-hanging-fruit\/","title":{"rendered":"Creating Low-Hanging Fruit"},"content":{"rendered":"

 <\/p>\n

Creating Low-Hanging Fruit<\/span><\/span><\/b><\/span><\/div>\n
 <\/div>\n
         <\/span> Our new VP of Marketing Communications, Craig Rosart, wisely points out how farmers created more ‘low hanging fruit’.<\/span><\/span><\/div>\n
          Farmers have long known how cost-effective and efficient it is to pick the easy, low-hanging fruit. Broadcast account executives have also been very adept at harvesting the low hanging fruit; traditional retail advertising categories like car dealerships and furniture stores have been the mainstay of many senior account lists.<\/span><\/span><\/div>\n
          But farmers also recognized that the hard-to-reach fruit at the top of their trees was often more bountiful and sweeter and going to waste. <\/span><\/span><\/div>\n
          The farmer’s solution? Grow shorter ‘dwarf variety’ trees.<\/span><\/span><\/div>\n
          The smartest radio and TV account executives have also recognized the value of hard-to-reach, non-traditional advertisers in the services and professionals categories. Some of the advantages of capturing these categories include;<\/span><\/span><\/div>\n
1.)<\/span>   <\/span>They are accustomed to making annual advertising commitments in directories like yellow pages, and to making those commitments focused on results, not rates.<\/span><\/span><\/div>\n
2.)<\/span>   <\/span>While traditional retail categories have come under extreme margin pressures from big-box stores, online shopping, and daily deal sites, non-traditional advertisers in the lucrative services and professionals sectors, still maintain enviable margins and have no big box or online competition.<\/span><\/span><\/div>\n
3.)<\/span>   <\/span>Share of voice equals share of market.   When a new advertiser doesn’t have to out-shout any competitors on the air, their share of voice and their results, are amazing.<\/span><\/span><\/div>\n
          Many of the previously hard-to-reach advertisers were content with their yellow directories advertising. But with the demise of Yellow Pages caused by online search engines and diminishing results, they are now low-hanging fruit; on shorter trees, easier to reach and willing to listen to new ways to increase sales.<\/span><\/span><\/div>\n
          Although the old printed directories are going the way of the dinosaur, their sales people are desperately trying to ‘switch-pitch’ these former gold mines onto their online versions.  Like all harvesting, timing is critical to picking the ripest fruit. Radio and TV reps need to harvest these prospects now, be<\/span>fore the online and digital directory folks put them in their baskets!  <\/span><\/div>\n
          <\/span>Click here<\/span><\/a><\/span><\/u><\/span> for an online demo of how our Selling Against Printed and Online Directories system can help you intercept the migration to online directories and increase your sales.<\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

  Creating Low-Hanging Fruit             Our new VP of Marketing Communications, Craig Rosart, wisely points out how farmers created more ‘low hanging fruit’.           Farmers have long known how cost-effective and efficient it is to pick the easy, low-hanging fruit. Broadcast account executives have also been very adept at harvesting the low hanging fruit; traditional retail advertising […]<\/p>\n","protected":false},"author":35,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-62","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/62","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=62"}],"version-history":[{"count":0,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/62\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=62"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=62"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=62"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}